CSE calculated the exposure to heavy metals from cosmetics as percentage of Average Daily Intake (ADI). ADI is the maximum amount of a toxin that a person can be exposed to without any appreciable health risk. The graph below shows the level of exposure from Chromium in different brands of lipsticks as per cent of ADI. Exposure from two types of use—average use (24mg/day) and high use (87mg/day)—has been calculated.

CSE shared its findings with the respective companies to find out the reasons for the presence of such high levels of heavy metals in cosmetics. “We hoped that this would help find ways to limit the presence of heavy metals in cosmetics,” say CSE researchers. After several months of correspondence about batch details, testing methodology and follow-ups, only seven companies responded—The Body Shop India, Lakme of Hindustan Unilever Ltd, Hindustan Unilever Ltd, Emami Ltd, ELCA Cosmetics Pvt Ltd (Estee lauder), Modi Revlon Pvt Ltd and ITC Ltd.